How-To: Using Top-Level Influencers in WOM Campaigns
5 Tips from Euro RSCG's Ryan Berger
Allowing consumers to interact with and touch a brand in an unusual way is what Ryan Berger, Creative Director of Buzz Marketing for Euro RSCG, seeks when implementing a word of mouth campaign. Here, he shares five tips on how to do that:
Tip #1. Find the global influencers
Ryan has focused on building his own network of top-level influencers such as celebrities in a variety of different areas. "I go after the influencers of the influencers," he says. In other words, there are influential people in every peer group, but they themselves are influenced by the media, by celebrities, etc. "I try to spot influentials on a global level," he explains.
Tip #2. Use the three C's: celebrity, content or controversy
Buzz is most often successful when one of those three come into play. Buzz is often picked up through influencers or the media when celebrity is involved. Content such as a film, an article or a song can spark and hold the interest of these influencers, while controversy, of course, always gets people talking.
Tip #3. Don't let the event manage the brand
When brands get involved in sponsorships, it's important that the brand manage itself. In other words, don't allow an event to take over what happens to and with the brand. Maintain control of how, when and where the brand appears.
Say, for example, Jaguar agrees to sponsor an event. Then, when the event takes place, it is called: "Jaguar, Nike, Lean Cuisine and Absolut Vodka present the Red Hot Chili Peppers." That's letting your brand be managed.
Tip #4. Be authentic
A carpet installer doing an event with Puff Daddy just doesn't make sense. Buzz won't work if it doesn't feel right.
Tip #5. Trendspotting is key
If there's a new restaurant opening in Palm Springs, and you think it's going to become the hottest restaurant around, and you give a Jaguar to the top chef who becomes famous on a local level, and he parks the car in all the right spots, and everyone recognizes his car, that's good word of mouth.
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